Y Series, a South Australian wine brand, has been named the Official Wine Partner for the NFL's inaugural regular season game in Australia, scheduled for September 11, 2026, at the Melbourne Cricket Ground. This multi-year partnership is significant as it marks the NFL's first collaboration with a wine brand in the region and represents Y Series' largest sponsorship deal to date, aimed at enhancing fan experiences during major sporting events.
'); }); AU / NZ America Europe/UK Membership Login News Events Women in Sport Summit Networking View All Education Playa Power Data GlS QUT View All Membership News Australia / New Zealand Events Conferences Awards Networking View All Education Playa Power Data GlS QUT View All Membership Topics Brands Media & Broadcast Olympic Sponsorship Sports Tech Women’s Sport Show More Topics >> Sports Australian Rules Basketball Cricket Netball Rugby League Soccer (Football) Show More Sports >> Login Membership Home > Sponsorship > Y Series Named Official Wine Partner for NFL Melbourne Game Sponsorship 2 min read Y Series Named Official Wine Partner for NFL Melbourne Game Written by MOS Editorial Team Published on 20 April 2026 South Australian wine brand Y Series has been confirmed as the Official Wine Sponsor of the National Football League (NFL) in Australia and New Zealand. The multi-year agreement marks the first time the NFL has partnered with a wine brand in the Australian market and stands as the largest sporting partnership in Y Series’ history. The partnership arrives as the NFL prepares for its landmark first-ever regular season game in Australia, which will see the Los Angeles Rams face off against the San Francisco 49ers at the Melbourne Cricket Ground (MCG) on Friday, 11 September 2026. Stating that the partnership is a strategic move to integrate wine into major cultural moments, CEO of Hill-Smith Family Estates, Karl Martin, said: “This partnership with the NFL puts Y Series right where people want us – in big moments, shared rituals and time spent together.” “It’s about bringing wine into high-energy environments and showing up as part of how people celebrate, connect and unwind, on game day and beyond,” Martin said. Highlighting the importance of local partnerships as the league expands its international footprint, g eneral manager of NFL Australia and New Zea land, Charlotte Offord , noted: “As we continue building towards our first-ever regular season game this September, we’re proud to be joining forces with Y Series to bring great Australian wine to the heart of game day.” “With a rapidly growing fan base across the region, this partnership helps us create memorable, local experiences that bring fans together, and enhance how people celebrate the NFL in Australia,” Offord said. As the Official Wine Partner of the Melbourne Game, Y Series will lead experiential activations and in-game branding, with its range of wines served at the MCG and throughout associated events. To mark the collaboration, Hill-Smith Family Estates, the family-owned producer behind Y Series, will launch a limited-edition Y Series x NFL range nationally later this year. The brand is also offering a marquee consumer promotion, giving two Australian fans a trip to Super Bowl LXI in Los Angeles in February 2027. Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today! . The Wurundjeri Woi-wurrung Cultural Heritage Aboriginal Corporation and the Melbourne Storm have announced... Rockstar Energy has officially announced its return to NASCAR through a high-profile partnership... Canada Soccer and Canadian Soccer Media & Entertainment (CSME) have announced a new... Join the most engaged community in the Sports Business World. Get all the latest news, insights, data, education and event updates. Your MVP in the Business of Sport. We play the game to add value to the Sports Business industry by delivering News, Insights, Education and Events. Join the most engaged community in the sports business world. Want to be part of the team? Subscribe for free to join today! Copyright © 2026 | Ministry of Sport | All Rights Reserved.
Curated by Taleb Kabbara · Source: ministryofsport.com
Y Series, National Football League, Los Angeles Rams, San Francisco 49ers, Melbourne Cricket Ground, Hill-Smith Family Estates
Sponsorship Valuator, Partnership Tracker, Global Expansion Planner, League Scanner, Ticketing & Venue Ops
Y Series: Y Series is a South Australian wine brand that has been named the Official Wine Sponsor of the NFL in Australia and New Zealand.
National Football League: The NFL is a professional American football league that has partnered with Y Series for a sponsorship deal in Australia and New Zealand.
Los Angeles Rams: The Los Angeles Rams are an NFL team that will compete in the first-ever regular season game in Australia against the San Francisco 49ers.
San Francisco 49ers: The San Francisco 49ers are an NFL team that will face the Los Angeles Rams in the first-ever regular season game in Australia.
Melbourne Cricket Ground: The Melbourne Cricket Ground (MCG) is the venue that will host the first-ever regular season NFL game in Australia.
This article is part of Prism's real-time sports business intelligence radar, which tracks sponsorships, partnerships, media rights, stadium deals, and investments across global sports. View the full intelligence profile for each company to access active analysis modules, deal timelines, and connected company networks.